ALPHATAURI AUTUMN WINTER 2021

AW21 PREVIEW AND SHOWROOM OPENING

AlphaTauri presents key looks from its upcoming Autumn/Winter 2021 women’s and men’s collection as a multi-disciplinary performance expressed in installation art, F1 car launch and fashion presentation in the course of the opening of the brand’s new Showroom at its headquarters in Salzburg.

The timeless AW21 collection was brought to life within a unique architectural setting and under the moniker of doing things differently and embracing the extraordinary.
Going beyond the boundaries of fashion, AlphaTaui teamed up with the Scuderia AlphaTauri F1 team to introduce the new livery of the 2021 F1 car as part of the presentation. The new “AT02” car design was revealed by the two F1 drivers Pierre Gasly and Yuki Tsunoda, in their favourite AW21 look.

A unique show experience for a digital audience in unprecedented times. “In view of the current challenges, a change of modus operandi and the focus on key strengths is essential” CEO Ahmet Mercan, CEO AlphaTauri.
AW21 COLLECTION PREVIEW
Crafted to enhance everyday life through stylish shapes, innovative designs and patented technologies, the comprehensive collection presents timeless pieces across all three core categories of AlphaTauri - outerwear, 3D-Knit and pants.

Throughout the AW21 collection, muted hues of chalk and ash grey contrast with a bright colour palette of ‘sunlight’ yellow and bold ‘blue lagoon’, and for the first time, an in-house developed seasonal print - a unique check - is introduced across the collection. Transitional outerwear is elevated this season, with The Technical Parka, The Innovation Trench and reversible teddy-fur statement coats as hero pieces. Simultaneously, the 3D-Knit collection is updated with new silhouettes in a rich Autumnal palette of merlot, dark navy and gold dust.

Lightweight, minimal tailoring comes in technical fabrics and features practical integrated packable designs, notably the ‘Travelhandle’ system, allowing the garments to be folded down quickly, and perforated details combine style, functionality and innovation in every piece.

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ALPHATAURI SHOWROOM
The unique AlphaTauri exhibition area within the showroom has been chosen as the central location for the launch, standing out against the Austrian landscape with an illuminated raised glass floor, showcasing a uniquely futuristic and visionary aesthetic. A total of 970 specially developed luminaires are used across the 2,000sq meter showroom. The brandscape features a dynamic installation gracing the entrance, where visitors can walk through a ‘light portal’ contrasted with a wall of brushed aluminum, immersing the viewer into the world of AlphaTauri. Thanks to the DSA-01, a digital sales and studio assistant (robot), buyers can visit and experience the Showroom and the new collection remotely, in lieu of a physical appointment.

AlphaTauri Showroom Salzburg
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AlphaTauri Showroom Salzburg
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AlphaTauri Showroom AW21
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AlphaTauri Showroom 2
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AlphaTauri Showroom 3
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